“Companies make money by selling something at a profit. And, making a sale relies on a few simple factors:

1. Customers must know something exists;
2. They must perceive its value to them to be greater than its cost;
3. It must be easily available and selected over similar alternatives.

Without profitable sales, there is no business, so the effectiveness with which these three things are achieved is the most basic controllable decision for marketers.”

Chris Bartley, Innovation and Partnerships Director @ healthcare start-up MedShr